KGM Sees Rising Brand Favorability After Name Change

Favorability Surges Nearly Threefold
Driven by Brand Renewal and Organizational Innovation

KG Mobility (KGM) has seen a significant increase in consumer interest and favorability since its name change, leading to a widespread positive perception, according to recent evaluations.

According to a big data analysis released by the polling agency Data & Research on May 26, KGM recorded 1,341,461 online mentions over approximately two years (788 days) since adopting its new name. This represents a 101.3% increase compared to the 666,257 mentions during the SsangYong Motor era.

The positive response rate and negative response rate were 75.14% and 3.47%, respectively, resulting in a net favorability of 71.67%. This figure is about three times higher (up by 48.96 percentage points) than the period before the name change.

KGM assessed that its large-scale organizational overhaul and brand innovation strategies have led to these positive effects. In 2023, KGM announced its transition to a future mobility company alongside its name change, stating its intention to focus on next-generation technologies such as EV-dedicated platforms, software-defined vehicles (SDV), electrification, autonomous vehicles, and artificial intelligence technologies.

Internationally, the company is also accelerating efforts to strengthen its brand image and boost export growth, raising expectations. Last year, KGM achieved total exports of 62,378 units, marking its highest export performance in ten years since 2014.

A KGM representative stated, "It appears that evaluations of our new brand strategy continue to be positive," and added, "We will strengthen our position as a beloved mobility brand among global consumers through ongoing technological development and differentiated strategies."

This content was produced with the assistance of AI translation services.